News Corp is rolling out Unruly’s viewable outstream format across its digital mastheads in a move the company claims will solve viewability concerns for advertisers.

Unruly In-Article will be available on news.com.au, The Daily Telegraph, Herald Sun, The Courier-Mail, perthnow.com.au and The Advertiser and News Corp says it will ad up to 18 % more premium publishing streams for Australian advertisers.

According to the publishing company, Unruly’s video format only starts to play when the video is in view which they claim solves viewability concerns for advertisers.

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News Corp Australia chief commercial officer, network sales Sharb Farjami said in a statement: “News Corp is focused on providing advertisers with new solutions that address the challenges they’re facing both today and in the future. With Unruly’s new In-Article format, we’re providing advertisers with what we believe is the best video product in the market.

“This new format brings together News Corp Australia’s scale and certainty of audience with Unruly’s extensive global experience in video, mobile, and data, so advertisers know exactly what they’re getting. That is an audience seeking out news and entertainment, in an environment where they’re fully engaged. And we know that it’s this environment that delivers the best results for brands.”

Unruly’s Australia & New Zealand MD Lance Traore said in a statement: “The launch of Unruly’s In-Article format across News Corp’s premium Australian mastheads is great news for Aussie advertisers because it delivers a premium, viewable video format across the most trusted media titles in the market.

“For consumers, it offers a non-interruptive viewer experience and for advertisers it delivers strong uplifts in metrics such as brand trust, likeability and purchase intent. At a time when trust in brands is at an all-time low and use of ad blockers is at an all-time high. outstream video ads have the potential to raise the bar on consumer experience and transform the ad economy for the better.”